Compilation and design of sustainable marketing development model in knowledge-based export companies

Document Type : Original Article

Authors

Department of Business Administration, Faculty of Social Sciences, university of Mohaghegh Ardabil, Ardabil, Iran.

Abstract

In the field of marketing, like other social phenomena, it is necessary to pay attention to the demands of the society as well as to protect the environment. The purpose of the market is not only customer-oriented, but it has been directed towards paying attention to the sensitivities of the society, that attention to the society and the environment should be operationalized in the form of sustainable marketing. This issue is known as a very important issue in knowledge-based export companies. the current research has been conducted with the aim of presenting a sustainable marketing development model , which provides practical and applicable solutions for the development of sustainable marketing that these companies, by being aware of these programs and their correct implementation, can achieve sustainable value-addition as well as sustainable competitive advantage and as a result export development and witness improved performance, increased profitability.This research has been done using the glaser approach and the data has been collected through semi-structured with 14 experts in the field of marketing and specialists of knowledge-based export companies, which after analysis and analyzing the data obtained from the interview, the sustainable marketing development model was presented that this model includes 5 categories (environmental intelligence, technological intelligence, strengthening of core interactions, development of social and green marketing, development of internal and external knowledge) which, according to the opinions of research experts, it has been considered as a strategy for the development of sustainable marketing in knowledge-based export companies.

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References

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Journal of International Business Administration
Volume 6, Issue 2 - Serial Number 22
September 2023
Pages 75-92

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History

  • Receive Date: 02 December 2022
  • Revise Date: 04 February 2023
  • Accept Date: 20 February 2023

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